Direct Response Lists

In some cases it will make more sense for you to buy a mail order list. The people on this list have bought something from direct response methods (mail, print ads, infomercials, etc.).

This kind of list is the most specific you can get. To get an idea of what I’m talking about go down to your local Library and ask the librarian for the SRDS (The Standard Rate and Data Services) Direct Mail List Source Directory, usually in the reference section. Or you can get more information on http://www.srds.com.

The SRDS is a huge, 4” thick reference book with nearly every public list available for rental — it’s the bible for direct mailers.

Just glancing through this book you can find lists of buyers of almost anything that has some affinity to what you’re selling. The best part about these lists is that you know these people have a high interest in whatever they bought. So if you’re an Accountant, you could rent a list of people who bought tax planning information by mail. Or maybe you’re a dentist, what better list could you find for a teeth whitening offer than someone who just bought a tooth whitening product from an infomercial?

What you want is a “starving crowd,” somebody who has expressed an interest in looking better. Somebody who has paid money. And that’s exactly who you can find using direct response lists.

This information alone will be of immense value to you. But wait. There are a few pitfalls — so let’s cover them before you go running off to the library. Direct response names are more expensive (usually 2,3 or 5 times more than compiled lists). You also need to do a lot more homework on direct response lists than compiled lists.

When you speak to your list broker (before or after you check the SRDS) you tell him as much as you can about what services or product you want to market and they will come back to you with recommended lists.

You then ask the broker for the DATA CARD. They’ll expect that. On the data card you will find how the list was collected, a description of the list, number of people on the list, and the list owner, among other things.

Don’t take anything written about the data card as fact. It’s just the owner’s ideal representation of the list in the best possible manner.

What you need to do is call the list broker or the list owner and ask to see a sample of the mailing piece or ad (whatever) from where the list originated. This way you can see for yourself to what these people responded to.

Also, you want to get names of mailers who have rented this list in the last 6 months — and continued renting that list. This is called a CONTINUATION REPORT. Most times your broker should be able to give this you.